Adore Beauty launches first brand campaign ‘Whatever Makes You’ via Cummins&Partners

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After a rapid pitch process, Cummins&Partners has been appointed by Adore Beauty to launch its first brand campaign in a combined Creative:Media effort.


Adore Beauty is a pioneer in pure-play online beauty and an Australian success story. Founded by Kate Morris 20 years ago, from her garage, the business has grown to be a $100m business.

The brand campaign “Whatever Makes You”, launched on Tuesday across free-to-air channels around Australia. The campaign communicates the Adore Beauty approach to beauty. Straight talking, fun and for everyone.

Says Dan Ferguson, CMO of Adore Beauty: “We were impressed by the speed and the quality of the thinking from the Cummins&Partners team. ‘Whatever Makes You’ celebrates our culture, it’s something we can rally behind and that excites us.”

Says Kirsty Muddle, managing director, Cummins& Partners: “Taking a successful business like Adore Beauty and delivering a first for them with respect to the Brand campaign, was a rare opportunity. It was also rare to do this with a new client, in 72hrs and in isolation. It’s proof once again that working in partnership with the Adore Marketing team and across Creative:Media means we can work faster and smarter.”

Says Morris: “I’m so excited to see our brand brought to life in our first TVC. I’ve always believed that beauty should be something that makes you feel your best and that feeling should be accessible to everyone. This ad embraces real women and whatever makes them feel good.”